John Lewis has confirmed the opening date of “The Residence”, a new in-store sleepover experience that allows customers to try out a mattress and other furniture before buying it.
Initially announced last month by the department store’s managing director Paula Nickolds, the customer experience campaign will now officially open this weekend at its branches on London’s Oxford Street, and in Cambridge and Liverpool.
“The Residence” offers customers the chance to stay overnight, and host private brunch and dining experiences in a fully furnished setting, where all products are exclusive to the retailer and available to buy.
The apartment will feature cupboards and wardrobes containing autumn 17 products across fashion, home and technology, as well as a living and dining area and a bedroom.
The Oxford Street flagship will have a fitted kitchen, a study and an indoor terrace overlooking Cavendish Square.
People taking part in the experience will also have a daily newspaper delivery and breakfast basket, fresh coffee and radio sound effects.
Customers will be able to apply for an overnight stay as well as the chance to explore the whole shop flagship after it closes, with the option of an hour with a personal shopper or an all-access store tour.
The Residence will also host a series of free customer workshops throughout opening hours.
The initiative forms part of John Lewis’ strategy to increase footfall and improve its customer experience offerings, as it attempts to arrest its falling profits.
Yesterday, the retailer’s parent company the John Lewis Partnership posted a 54 per cent drop in profit before tax in its half-year report, partly impacted by the costs incurred from the redundancies and restructuring it has has undertaken as part of the strategy.
Despite the profits halving, the partnership also recorded a rise in sales.